A press release for the pair's venture notes that "pgLang is at service to creators and projects that selflessly speak with, and for, the shared experiences that connect us all."

An accompanying "visual mission statement" for the company stars Lamar, Jorja Smith, Baby Keem and Yara Shahidi. The short also features music by Keem, and an end title song written by Florence Welch and Kamasi Washington.

"In this overstimulated time, we are focused on cultivating raw expression from grassroots partnerships," Dave Free said in a statement, while Lamar simply added, "Selfless. Reset."